What’s the point of using a smartphone to book travel online when you are just going to ring the company anyway?

According to a new study from Google, 94% of smartphone users resort to contacting a business direct when searching products on their phone.

The travel sector’s click-to-call service, when mobile users can click through to call the company, has proved to be particularly popular. The service is mainly used during the purchase phase, and over half of the 1,500 people questioned would call a travel business to change their reservation or booking.

40% of people using their phones to search will resort to phoning a company when reserving a hire car, 37% when searching hotels, and 30% when looking at flights.

According to IAB Travel Audit 2013, 42% of the top 50 UK travel companies optimise their search results for mobile, and 45% of those use the click to call service.

Websites can only give so much information, and these results seem to show that many of us still like to conduct certain transactions person to person.